Music · 2023
An identity tuned to the line-up.
- Client
- Frequency Festival
- Year
- 2023
- Services
- Brand Identity, Motion, Generative, Social
The brief
Frequency wanted to stop reskinning the same poster every year. They needed a system that felt different for every artist while staying unmistakably the festival.
Our approach
We made the audio the designer. Feeding each act's track into a generative engine produced a unique waveform-driven visual and a kinetic logo lockup per artist — all sharing one grid and one mono type voice. Across the campaign the festival felt like a single living instrument with dozens of voices.
The brief
One festival, fifty artists, no repeats.
Every year, the same template. Frequency needed an identity that could feel bespoke for each act yet read as one event across a hundred channels.
The idea
Let the music draw the poster.
We turned each artist's waveform into the artwork — the brand became a way of listening, not a fixed graphic. The system designs itself, on key, every time.
The build
A generative engine for the whole campaign.
Posters, stage motion, ticket art and social cuts all pour out of one tool, each tuned to its act, all governed by the same grid and type — so chaos stays coherent.
Outcomes
What changed.
The work is judged by what it moved — not by how it looked in a deck. Here is what the system did once it was live.
- In a record 6 hours
- Sold outIn a record 6 hours
- Unique artist lockups
- 50+Unique artist lockups
- Organic social impressions
- 11MOrganic social impressions
Our identity finally sounds like our line-up. Fans could recognise the festival from a single frame of motion.
Next project
Vellum
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